FRONT PAGE: Andy Murray gets PR advice

Higgins was appointed this week, following a competitive pitch process.

Murray is Britain's best tennis hope in decades, but has caused much controversy in Middle England - particularly last month, when he pulled out of the Davis Cup ostensibly to protect an inj­ured knee and was criticised by his brother Jamie. At the time, the Daily Mail asked: ‘Will Andy Murray ever turn out for his country?'

Murray is also said to be sullen with journalists, and is known for losing his temper on court. Moreover, the voc­iferous Scot has expressed anti-English sentiments. But with Wimbledon on the way, the eyes of the world's media will be on Murray more than ever this summer.

Talks about PR support were triggered by Murray's agent, Patricio Apey of The Ace Group. Apey and Higgins have known each other for eight years.

Former Sun editor Higgins was widely credited with the turnaround in media coverage after the Kate Moss drugs scandal. He also works for Moss's modelling agency, Storm Communications. He declined to comment.